Pengaruh Pemanfaatan AI, Konten Kreatif, Dan Inovasi Produk Dalam Penguatan Daya Saing Kewirausahaan UMKM Mamin Pada Era Digital Di Sukolilo Kota Surabaya. (The Influence of AI Utilization, Creative Content, and Product Innovation on Strengthening the Competitiveness of Food and Beverage MSME Entrepreneurship in the Digital Era in Sukolilo, Surabaya).

Novitasari, Cindy (2025) Pengaruh Pemanfaatan AI, Konten Kreatif, Dan Inovasi Produk Dalam Penguatan Daya Saing Kewirausahaan UMKM Mamin Pada Era Digital Di Sukolilo Kota Surabaya. (The Influence of AI Utilization, Creative Content, and Product Innovation on Strengthening the Competitiveness of Food and Beverage MSME Entrepreneurship in the Digital Era in Sukolilo, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh pemanfaatan Artificial Intelligence (AI), konten kreatif, dan inovasi produk terhadap penguatan daya saing UMKM makanan dan minuman di era digital. Penelitian ini penting untuk mengetahui kontribusi ketiga faktor tersebut dalam menghadapi persaingan bisnis yang semakin berkembang secara digital. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang diberikan kepada pelaku UMKM makanan dan minuman Data yang terkumpul kemudian dianalisis untuk mengetahui pengaruh masing-masing variabel secara parsial maupun simultan terhadap daya saing UMKM. Hasil penelitian menunjukkan bahwa pemanfaatan AI, konten kreatif, dan inovasi produk secara signifikan berpengaruh positif terhadap penguatan daya saing UMKM. AI memberikan efisiensi operasional dan kemudahan dalam pengambilan keputusan, konten kreatif memperluas jangkauan pasar serta memperkuat citra usaha, dan inovasi produk menjadi faktor utama dalam menarik konsumen dan menciptakan keunggulan kompetitif. Temuan ini menegaskan pentingnya integrasi teknologi dan kreativitas untuk mendukung keberlangsungan UMKM di era digital

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Artificial Intelligence, konten kreatif, inovasi produk, Daya saing UMKM, makanan dan minuman, era digital
Subjects:	J Political Science > JC Political theory
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1212200373 Cindy Novitasari
Date Deposited:	13 Jul 2026 04:42
Last Modified:	14 Jul 2026 04:27
URI:	http://repository.untag-sby.ac.id/id/eprint/44884

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